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Trust in interfirm relationships : expanding insights into relational capabilities and customer preferences

  • Suppliers need to improve their relational capabilities if they are to enhance customer trust. Debate about such capabilities is dominated by an interpersonal approach. This paper provieds novel marketing options by expanding insights into alternative types of relational capabilities. Furthermore, the moderating role of customer preferences on the effectiveness of relational capabilities is evaluated.

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Author of HS ReutlingenRossmann, Alexander
Erschienen in:Enhancing knowledge development in marketing : Summer Educators' Conference, August 13 - 16, 2010, Boston, Massachusetts
Publisher:Curran Associates
Place of publication:Red Hook, NY
Editor:Iyer Easwar
Document Type:Conference proceeding
Publication year:2011
Page Number:12
First Page:209
Last Page:220
DDC classes:380 Handel, Kommunikation, Verkehr
Open access?:Nein